How to Link Building With Google Ads? - Nitin Sharma

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Saturday, 22 August 2020

How to Link Building With Google Ads?

Today, we are talking about the Link Building with google ads, So we spent $1,245 on Google Ads to see How many backlinks we could get and to see if PPC advertising It is a viable link building strategy. And if you want to see the process and results, creating a stats page and building links to it. 

So, if you're new to this series or just like the sound of my voice, then let's go through a quick recap. At face value, it looked like any other stats page. 


But we strategically chose the data by searching through our competitors' backlink profiles. And in short, we were looking for link-worthy and outdated stats. All about link building through email and Link Building with google ads,outreach: and in this article, I showed you every last detail of our link building campaign and Link Building with google ads, from our process to the email pitch and the results. Link building with Google ads

How appropriate is it that we finish off with this tutorial? After all, this entire case study started with a PPC experiment to build backlinks. Today, I'm excited to share the results from two PPC campaigns that I ran to generate links. 

Now, before I show you the campaigns, you must get some context as to how this whole series began. Find out how many new backlinks top-ranking pages get overtime? Top-ranking pages rank high because they get lots of links, or do they get lots of relationships because they rank high? 

So I introduced a concept called "the vicious circle of SEO," and it looks something like this. People search for something and read the #1 result. Some of them will link to that page from their websites. And because of the new links, that #1 page stays at the top, creating a virtually endless loop of total domination. 

Now, when I read this, a lightbulb immediately went off. If people are linking to top-ranking pages, simply because a) it's the first page they clicked and b) the content was kind enough to satisfy their immediate needs, then why not just focus on creating great content and pay for ads to be at the top? 

Sure, Google doesn't show ads for every search query, especially those that lack commercial intent, but they'll still show them enough to get a decent exposure from my experience. I didn't want to burn through money on an unproven concept. 

I needed to find enough proof that these ads would lead to links. So I went to Ahrefs' Keywords Explorer and searched for "stats" and "statistics." Next, I went to the Phrase match report. Finally, I wanted to see which queries had ads in the SERP. So I clicked on the SERP features filter and selected "Adwords top." From here, I searched for one of the queries in Google that would show a typical stats page and then I clicked on the ad. Now, since Google ads always have tracking parameters in their URL, I wanted to find a standard footprint. 

And the one I found was GCLID, which stands for "Google Click Identifier." 

So to see if this page had earned some backlinks from ads, I took that URL to Site Explorer and pasted it in. Next, I went to the Backlinks report. And finally, I entered the "gclid" footprint in the Include filter. And sure enough, they had gotten three links due to their ads, but not from excellent sites. 

So I searched for more queries like "remote work statistics," and saw Harvard Business Review's article. I clicked on that, took the URL, and did the same thing I did before in Site Explorer. And this page had six links, three of which looked pretty decent. Now, the question is how many relationships would an entire website like Harvard Business Review. 

Can we confidently attribute to Google Ads? 


Well, I looked at all of the domain's backlinks, and 142 of them included the gclid footprint, some that aren't bad at all. Now, it's important to note that the majority of people will clean up the URLs before linking to them. 

The fact that there was a good chunk of links that included the ugly URL told me that there was something here, and I had to explore further. So, a quick side note before we continue. You can't just create any page and expect to get links from ads because other pages did. You don't know how much people spent to get those links. 

The primary purpose of the first experiment was to test this theory on so-called "link-intent queries." The fact that people were linking to the same type of content where we could confidently attribute it to Google ads was just the icing on the cake. And I talk more about the power of keyword intent in part 1 of this series, so I've linked that up in the description. 

Alright, so in the first experiment, I didn't want to create new content because I felt we could validate the idea with a data study we had already published. So I created a duplicate version of this post. and like for our outreach campaign, I indexed the page to make it complete. invisible to everyone, except those who saw And clicked the ad. 

Then I set up a simple search campaign in Google ads and just added a list of queries like "digital marketing statistics," "SEO Statistics," "seo facts," and so on as phrase matches.  We are linking to this page. That's bananas! Now, if you think these were a bunch of Blogspot. Links, you'd be wrong. Here are the links we got to the page from the ad. 

All 13 links were from pages about SEO or content marketing. And our best link was one from WPAstra, which Has a Domain Rating of 91. Five of the 13 websites have a DR 50 or higher. Now, it's important to note that two of the Thirteen links were scraper links. Meaning, a couple of low-quality websites just. I republished the article from WPAstra. 

One has a DR 31, and the other has a DR 0. So our true count from ads is 11 referring domains, which would bring our Cost per link to $49.17, which is still super-cheap. Now, let's look at the 11 linking websites' domain- Level traffic in Ahrefs' Batch Analysis tool. And we're left with seven websites that had at least 100 monthly organic search visits to Their site. 

They are so assuming that these are the only seven. links that would do anything for our site, the cost per decent connection works out to $77.26. Still super-cheap considering it was a fully. Passive and ethical Link Building with google ads,


Now, there was an exciting thing I learned. From this experiment. The time for someone to link to us took anywhere between two and a half weeks To three months. As I already mentioned, we started the campaign. on the week of February 24th, 2020 and ended the campaign around a month later on the week Of March 30th. 

Now, if I sort the backlinks report by First. Seen, you'll see that Ahrefs found our last link on May 22nd, around three months After the campaign had ended. And our first link was found on March 12th, which is around two and a half weeks after our campaign had started. So if you plan to do any advertising. hoping to earn backlinks, then don't expect To get instantaneous results. Alright, so overall, my first PPC campaign. 

Went very well. So I messaged Josh on Slack, and I was like… "Yo! This campaign is working out pretty well." And he was like... "Not bad…." And I was like… "If we had a list post of SEO or content marketing. stats instead of a unique data study with just one stat, it'd make a lot more sense, especially since we'd be matching search intent." And he was like… "

I think it would work super well for A list of stats. So why don't we test it with a page that makes sense?" And of course, I was down for that. And so it began. And I won't go through how we created the post and build links to it since That's in part 1 and part 2 of this series. So fast forward and we now have an SEO stats. Page strategically designed to build links. And a huge difference with this page is That it now matches search intent.

 So both Josh and I were incredibly optimistic. about this campaign, considering the results From the first one. So basically, I did the same thing with The PPC ads. I loaded up some keywords, threw some money. into it and here are the results from our Google Ads campaign. So the ad ran from the week of April 13th To the week of May 11th. So the same timeframe as our first campaign. And in total, we had 1,217 clicks, which is 2.7 times more than our first campaign. 

We had a CTR of 10.31% which worked out to 0.81 Singapore cents, which is less than half The CPC of our original campaign. And the total cost for our ads campaign was around 983 Singapore dollars, which works Out to $704.96 in USD. So we spent around $164 more on this campaign. But getting way more clicks. Now, the total number of referring domains… Just 9... Meaning, we spent $78.33 per referring domain, which again is pretty good. 

But as you know…there could be some scraper. Links, low-quality pages, etc. So the number of decent links we. Got was four. And in my opinion, these four links are way worse. Then the links, we got in our first experiment. So that brings the cost per link to $176.24, which I'd say is still kind of cheap depending On who you're talking to. Now, the question is why did our links cost 2.3 times more for our optimized page? Now, while I can't say that my answers are Statistically sound, here are my best guesses. #1. 

Visitors to our page were linking to The source rather than to our article. As I mentioned in part 2, at least five people. we contacted linked to the source Rather than us. And these are people who responded. To us telling us that they are linked to someone else. So there were probably actually more than five people. So I think it's reasonable to say that a good a chunk of people who clicked our ad linked straight to the source rather than to us, especially since we were targeting more Or less the same keywords in our ad campaign.

 On top of that, we made links to the source. Extremely accessible. And no regrets there because they Deserved that recognition. Now, the critical difference with our first experiment. Is that we used our data. So we were the source. And the second reason is just good old lady luck. While it's easy to think that most people searching for queries like "seo statistics." are dying to find a page to link to, that It isn't necessarily true. It's a numbers game. 

And because we don't know precisely why each. person clicked on our ad, the most reasonable the explanation is that we had some worse luck Compared to our first campaign. Now, would I recommend running ads Accurately, to generate links? The answer is - it depends. It's impossible to measure the impact truly. Of our ads campaigns. 

For example, did someone read our SEO stats post, then read some of our other posts, linked to them, and maybe decide to become a subscriber To our software? What about the people who clicked through To our post and signed up for our newsletter? 

What's the value of a newsletter subscriber? We were paying for exposure, and the result of that was some links at a reasonable cost average. So would we do this again if we had a topic that would be worth getting exposure and could Potentially generate links? 

Absolutely. So if you're currently paying for links in a way that could be frowned upon by Google, it might be worth experimenting with ads and targeting queries with so-called "link-intent." It's utterly in-line with Google's Webmaster Guidelines, and from our small but mighty sample of links, the quality has been quite good compared to grey-hat links I've seen in other marketplaces. 

So of course, we're going to redirect the pages to combine our links, and in total, we got around 43 stable referring domains to our SEO stats page, 

which I think will be enough to land us a top 2-5 position for our target query as soon as those links are given credit. But who knows? Now, I'd love to hear what you thought about our case study, and if you'd like to see more content like this, where we share real practical experiments and processes with you.

1 comment:

  1. I don’t suppose many of websites give this kind of information.

    ReplyDelete

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